Business Directories

DIFF picks Leo Burnett as partner

Dubai, May 8, 2010

The Dubai International Film Festival 2010 (DIFF) has selected leading advertising firm Leo Burnett to roll out its marketing campaign for the seventh edition of the festival which begins on December 12.

Leo Burnett takes over from Impact Plus, which has been handling the account for four years. Having previously worked with DIFF, Leo Burnett originally coined the festival’s slogan, ‘Bridging Cultures, Meeting Minds,’ said a company statement.

Mahsa Motamedi, director of Marketing and Sponsorship, said: 'Leo Burnett was selected from a multiple agency pitch in which we evaluated their ability to think strategically and execute their ideas professionally.'

'Leo Burnett’s innovative strategy complements our new media and digital campaigns and will help position DIFF as the definitive film festival of the region, carrying forward a legacy that has been established by Impact Plus. We would like to extend our thanks to all the participating agencies for their commendable creative efforts,' Motamedi stated.

Kamal Dimachkie, managing director of Leo Burnett Dubai, Kuwait & Lower Gulf said: “Having collaborated with DIFF in the past, we understand the strategic outlook that is demanded by the festival, especially now that it has evolved tremendously in terms of audience participation, the film showcase and number of industry-focused events.”

For the 2010 edition, DIFF will combine its advertising and digital briefs, both to be handled by Leo Burnett. Media buying and planning agency OMD has retained the DIFF account, while ASDA’A Burson-Marsteller will continue to serve as the public relations agency.

The week-long festival is being held in association with Dubai Studio City. Dubai Duty Free, Dubai Pearl, Emirates Airline and Madinat Jumeirah are the principal sponsors, and the event is supported by Dubai Culture and Arts Authority (Dubai Culture).-TradeArabia News Service